Improving usability across the bp pulse app, charger hardware, and website
Improving usability across the bp pulse app, charger hardware, and website from Clare Giltrow
Improving usability across the bp pulse app, charger hardware, and website

Goal
Define standardised terms for bp pulse customer communications and improve user experiences.
Challenge
The EV market is filled with unclear, inconsistent terminology. This was reflected across bp pulse. Internally, teams created content in silos with no agreed standard. Customers were confused and frustrated, which led to costly calls to the contact centre.
Solution
A content audit and market analysis highlighted the extent of the problem. I led user research to understand how customers refer to EV charging terms, defining preferred terminology while identifying pain points and improvement opportunities.
Results
The research delivered a clear set of terms to use—and avoid—shaping a customer-driven, AI-ready terminology toolkit that set a global standard at bp pulse.
Integration with Microsoft Copilot helps teams apply the correct terminology seamlessly. Due to its success, the research was expanded to German, creating an Aral pulse toolkit.

My role was to define standardised terms for bp pulse customer communications and improve user experiences. This is a small example of the inconsistencies across communications.
A content audit and market analysis revealed the full extent of the problem. I led user research with 124 customers to understand how they refer to EV charging terms, establishing preferred terminology while identifying pain points and opportunities for improvement.
The research findings reinforced the need for a terminology toolkit to improve communication and ensure consistency across communications.
Customer-driven, AI-ready and easily accessible across the business, the terminology toolkit established a global standard at bp pulse.
Integration with Microsoft Copilot helps teams apply the correct terminology seamlessly. Due to its success, the research was expanded to German, leading to the creation of a second toolkit for Aral pulse.
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Improving usability across the bp pulse app, charger hardware, and website

Goal
Define standardised terms for bp pulse customer communications and improve user experiences.
Challenge
The EV market is filled with unclear, inconsistent terminology. This was reflected across bp pulse. Internally, teams created content in silos with no agreed standard. Customers were confused and frustrated, which led to costly calls to the contact centre.
Solution
A content audit and market analysis highlighted the extent of the problem. I led user research to understand how customers refer to EV charging terms, defining preferred terminology while identifying pain points and improvement opportunities.
Results
The research delivered a clear set of terms to use—and avoid—shaping a customer-driven, AI-ready terminology toolkit that set a global standard at bp pulse.
Integration with Microsoft Copilot helps teams apply the correct terminology seamlessly. Due to its success, the research was expanded to German, creating an Aral pulse toolkit.

Available
Freelance
Clare Giltrow
Content designer and strategist Saffron Walden, United Kingdom